Haig Point New
December 2019 Industry Report

I hope you had a pleasant Thanksgiving holiday.

Please enjoy my December golf industry report as you walk on a treadmill, burning off 3,500 calories (what a typical American consumes during Thanksgiving dinner).

Think Versus Feel

According to a recent Harvard Business Review study, despite access to a wealth of customer data, only 23% of employees believe their organization understands why its customers act the way they do. Furthermore, research reveals how a customer feels about a brand (their emotional connection) has a 1.5-times greater influence on driving sales than what they think. It’s important to put yourself in their shoes and feel what they feel. During your next focus group or marketing meeting, evaluate how you conduct member/customer satisfaction surveys. Are you only capturing what they think of your brand…or both how they think and feel about your brand?

No Passport Required

For more than 25 years, Pew Research Center has been a leader in tracking demographics in America. Their latest report on community interaction revealed only 31% of us know our neighbors. Haig Point, with an oceanfront Rees Jones design, is a charming private community, with a footprint larger than Central Park in New York City, one mile off the coast from the famed Harbour Town Lighthouse on Hilton Head Island. With no bridge, ferries (running 16 times per day) provide transport to the barrier island. Once on property, members then hop in their golf cart (residents are not allowed to own a gas powered vehicle on island). “Our 25-minute ferry ride provides an opportunity for members to socialize,” explained Doug Egly, CEO of Haig Point. “The result is a true community where no one is an outsider.” More: www.HaigPoint.com.

Fun Fazio Fact

“I have wonderful memories of Pinehurst Resort. I was attending the Masters well before cell phones became ubiquitous. I called my office from a pay phone to check messages. I had received every architect’s ‘dream call’ from Pinehurst Resort. They were interested having me design a course to celebrate their centennial year. What became Pinehurst No. 8 had been a gun club. I remember walking the land, picking up spent shell casings, on what would become its expansive practice facility.” – Tom Fazio. More: www.Pinehurst.com.

Buyer Beware

An interesting legal case courtesy of Golf Dispute Resolution. Michael and Jenny Dubasso  purchased a retirement home at The Tradition in La Quinta, California…with plans to join the club. After escrow closed, the Dubassos were rejected membership for undisclosed reasons. The couple claimed in court they assumed membership was automatic for community residents. Thus, they sued the real estate brokerage for breaching their fiduciary duty. As often in contested matters, disputed facts, can prove murky. The trail court rejected the Dubassos claim, but an appellate court granted at least a temporary reprieve and litigation continues. During all the back-and-forth allegations, two points not contested – the lawyers continue to make money and the Dubassos residence has declined in value by $200,000. More: www.GolfDisputeResolution.com.

A Most Unusual Welcome Gift

Most private clubs have long welcomed new members with an “authentic” gift. Boot Ranch, an exclusive private golf community in the Hill Country of Texas, has a long-standing exclusive partnership with world-renowned custom boot maker M.L. Leddy’s of Fort Worth. Each member (who purchases a developer owned property) is provided a pair of custom-fitted and specially designed boots. Twice a year, Leddy’s sets up shop at Boot Ranch for fittings, and about 12 months later delivers the goods. More: www.BootRanch.com.

Time to Double Down in the Pacific Northwest

Did you know? The odds of hitting blackjack are 1 in every 21 hands. Odds are much more in your favor for a memorable 2020 golf trip to Northern Quest Resort and Kalispel Golf & Country Club in Spokane, Washington. Formally known as Spokane Country Club, the course hosted the inaugural U.S. Women’s Open won by Patty Berg in 1946 and Tom Watson holds the course record with an impressive 11 under par. More: www.KalispelGolf.com, www.NorthernQuest.com.

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